Donor First ProgramCase Study

Jann Schultz, Director of Donor Relations

PMI Hampton Roads ChapterFebruary 2011

Operation Smile

Fundraising

• Major Gift & Corporate Fundraising• Direct Response Marketing– Direct Mail, DRTV, Online, Tele-fundraising

• Donor Services

Recognized potential for improved service and revenue growth

Donor FirstPhilosophy

To make the Donor’s experience as exceptional as the services we provide to children & families served by Operation Smile, around the world.

Initiated “Donor First” Project

Phase One• Evaluated existing policies, procedures,

standards and guidelines• Reviewed historical data• Interviewed internal and external stakeholders• Conducted research and interviewed non-

profit peers• Identified team members and resources

Challenges

• Culture focused on delivery of mission – transforming children’s lives

• Poor retention of donors • Lack of process & procedure that supports a

“Donor First Philosophy”• Did not meet non profit industry standards in

multiple areas• Third party vendors contributing to the

challenges

Internal and ExternalReviews

Phase Two – Data Gathering• Internal Review– Donor Touch Points– Donor Database– Donor Relations Team – Workflows

• External Review– Direct Mail Provider– Direct Mail Keying & Caging– Direct Response TV Call Center

Common Denominator

Donor Database• Under utilized• Information silos

Result:• Database Quality Initiative

Project Execution

Phase Three

Key Touch Points:• Direct Response TV

Call Center• Donor Relations Call

Center – HQ

Project Execution

Phase Three (cont.)• Direct Mail

Processing

• Revised Workflows• Documented New

Procedures

Monitoring andControlling

Phase FourDonor Feedback• Website• Online EOY receipting• Personal Fundraising - Viral Marketing• Community Volunteer ContentReporting• Revenue Reporting• Annual Database Analysis• Quarterly National Benchmarking• Annual Sector Benchmarking

Closing Process

Phase Five – Measuring Results & Reporting• Improved efficiency & response– Same Day Deposits– 80% Improvement in Time to Acknowledge– 4% DM Revenue from Second Ask

Acknowledgement Program– 86% Improvement in Problem Solving Response

Time

Closing Process

Organizational Process Assets (Updates)• Donor Loyalty & Engagement– Reduction in Donor Concerns– Expanded Thank You Program (Phone Calls) – SAVES Program (CC Declines)– Grassroots Fundraising

• Cost Savings - eliminated unnecessary vendor services

Addressing the Challenges

• Culture focused on delivery of mission– New Mission Statement

• Retention of donors • Process & procedure that has us “think like a

donor”• Exceed non profit industry standards in

multiple areas• Third party vendors

Speaker ContactInformation

Jann SchultzDirector of Donor Relations

jschultz@operationsmile.org757.321.7645

LinkedIn: Jann (Erickson) SchultzTwitter: @jannschultz